Abstract:
The appearances of an ideal woman figure on a mass media like advertising has been known to get
people’s attention, many kinds of products or services using this way to be able to get the public attention
on their marketing activity. H&M “Ladylike” New Autumn Collection advertisement came up featuring
women with the opposite of beauty standards and strives to redefine the word beauty. The purpose of
the writer wants to observe the meaning of the beautiful woman appearances showed on H&M
“Ladylike” New Autumn Collection. The method that has been used on this research was qualitative
method with semiotics approach by Roland Barthes. The results of the research from the ad shows a
representation of free-willed, independent and authentic as definition of ‘real’ beauty. The suggestion in
this research researcher hope there will be increase and the development of research on the meanings
contained in the advertisement in order to provide comprehension and benefits to many people.
